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33% of consumers happy to receive email communication

33% of consumers happy to receive email communication

The internet has given traditional marketing a "whole new lease of life", the Institute of Direct Marketing (IDM) has claimed.

IDM representative Lisa Turner said that traditional techniques, such as leafleting and marketing on billboards had been complemented by online marketing developments.

"It's so easy to put an email address, a website URL or a mobile phone shortcode on a flyer, a poster or even on an ad on a bus or cinema ticket, a pizza box or the bag the cafe puts your lunchtime sandwich in," she explained.

A recent study by the Direct Marketing Association found that 33 per cent of consumers were happy to receive email communication from companies.

However, Ms Turner recommended that businesses avoid "bombarding" potential customers, particularly with pop-up advertisements, which are "most disliked online marketing technique".

"Messages which were once welcome can easily become classed as spam. You don't want that to happen, so make sure you include clear and easy information on how to stop receiving emails from you," she added.


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